Strategizing Opponents for USMNT and USWNT Matches in 2025
In 2025, the U.S. men’s and women’s national soccer teams are set to engage in a combined total of 25 friendly matches on home soil. Each of these games hinges on two crucial elements: the choice of opponent and the selection of a hosting venue.
Tom King, the managing director of administration for U.S. Soccer, and John Terry, the vice president of events, tackle the logistical challenges involved in organizing these matches.
Working together, King and Terry navigate through a series of discussions, akin to speed dating, to finalize multiple matches and venues simultaneously before losing their options. “Building relationships is integral,” King explained. “This often feels like a sales role where you’re pursuing an opponent like the last bus of the night, trying to secure a deal.” This may sometimes require late-night calls to colleagues overseas.
Terry collaborates to find suitable venues, as securing an opponent and a location depends on each other. Ideally, they strive to bring quality opponents for both the men’s and women’s teams, including youth squads, while also spreading games across various U.S. cities. However, several factors complicate this process.
“We aim to expose our teams to different regions of the country,” Terry noted while considering how to maximize viewership. Fans sometimes question the frequency of games in certain locations, such as California or Florida, while others remain overlooked like the Pacific Northwest. They may also wonder why the team faces the same rivals repetitively and the pricing of tickets.
ESPN gained insights from U.S. Soccer’s decision-makers about how opponents are chosen, venues are selected, and the resulting ticket pricing.
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Part of U.S. Soccer’s approach to tackling scheduling hurdles involves collaboration with Mexico’s football federation (FMF). This provides both teams with high-profile opponents within proximity. For example, Ecuador is set to play the USMNT in Austin this month and then face Mexico in Guadalajara just days later.
Additionally, New Zealand’s women’s squad will match up against Mexico twice before heading to Kansas City for a game against the USWNT.
There are also challenges associated with venues beyond just costs and locations. The men’s team often contends with crowds that favor the opposing team, even when playing at home. A recent friendly match against Korea in Harrison, New Jersey, highlighted this issue. Last year, the U.S. faced a pro-Colombia crowd in Maryland, losing 5-1 to them. Despite these challenges, Terry views it as a chance to engage a diverse audience.
“The U.S. is fortunate to have people from all over the globe living here, and regardless of who they support, they contribute to our soccer ecosystem,” Terry remarked. “We must figure out how to serve these individuals year-round, not just during matches. Our ultimate aim is to promote soccer in the U.S.”
However, this approach is primarily for friendly matches. “When it comes to official games, like Nations League qualifiers or World Cup qualifiers, our priorities shift completely,” King explained. Winning and qualifying become the focus, which is why cities like Columbus, Ohio, frequently host pivotal matchups against Mexico during winter. The formula ensures a supportive crowd for the U.S. team, which is often a challenge in many U.S. regions.
King reflected on the strategy that led to scheduling these cold-weather locations to bioengineer an advantage for the U.S. players, many of whom are acclimatized to cooler climates.
U.S. Soccer’s attention to detail in planning contrasts with some confederations that may schedule games with minimal notice, a situation King described as “untenable” for their operations. “We strive to secure matches well in advance for better commercial assurance and promotional opportunities,” he expressed.
While U.S. Soccer has not yet scheduled its June men’s games, they are already strategizing as far ahead as June 2027, minimizing late-night negotiations in the process.
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